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Guest Blog – It’s a load of namby pamby tut

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I’m a massive fan of Lord Alan Sugar, his one liners are legendary: “If you survive here, I promise you this, as sure as I’ve got a hole in my bloody a**e…”.

I’m currently following Lord Al on Twitter and his tweets are just as straight down the line as his conversation. One of his recent tweets was: “I agree as my book explains most ad agencies are looking for awards at Cannes and forget what they’re actually advertising” . This isn’t the first time he’s shown his dislike either, whenever the ‘branding’ task on the Apprentice comes around you hear about it: “I’ve written books on advertising. Cheque books.” and “I hope that one day you run a business that has got a turnover the size of the amount of money I’ve pi**ed up the wall over the years on advertising”.

Now Lord Sugar wants straight talking advertising to go with his straight talking attitude, but even so, I reckon he’s actually right on some of his points – some agencies can be obsessed with wining awards!

One of our designers told us a story about going to a job interview. He was waiting in the meeting room when the MD walked in, slammed an award down on the table in front of him and sat down without saying anything but with a rather smug look on his face. Hmmm, so what! Needless to say the designer came to work with us rather than them.

Saying that, we aren’t against entering awards but we certainly don’t design something with this in mind. And in terms of ‘forgetting what we’re actually advertising’ we don’t do that either. At Threerooms, we’ve got a really good combination of skills. Myself and Ian (co-founders) were both originally designers and, in the past, are both guilty of designing for designs sake, and cursing under our breath whenever the client wanted to ‘make the logo bigger’, as it was going to ruin our kick-ass design.

Since then though we’ve developed the business and now see things from the other perspective – what the client is trying to achieve, and not just how it looks. As a growing business with talented designers who care about the design and account/marketing people who care about the message, we’ve got the perfect combination.

We don’t want to ever stop pushing the creativity though if it’s right for the client. The majority of clients will always prefer to play it safe, that’s why when a client comes along and lets us be creative we love it! And then after the project is finished, the client is happy, the objective of the campaign has been successful, then that’s when we consider entering it for an award. Never the other way around.

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